高校媒体传播社会化及有效路径探究

Socialization of Campus Media and Exploration of Its Effective Path

校园媒体作为高校宣传思想政治工作和校园文化建设的重要载体,承担着解读政策方针、传递交流信息、引导校园舆论、传播先进文化的职责,在高校的发展过程中起着重要的作用。然而,目前校园媒体的受众结构、受众需求不断变化,但校园媒体的自产自销和自话自说的现象较为严重,且存在功能单一、与社会脱节等问题,亟需通过转变传播视角、更新运作理念,打造品牌节目,综合应用各种新媒体等途径提高校园媒体的质量和传播效果。

The campus media is an important carrier of the political work and the construction of campus culture. It interprets policies, transfers and exchanges information,guides the campus public opinion,as well as spreads advanced culture. For the moment,the audiences＇ structure and needs are changing rapidly,but the campus media is still self-produced and self-talking. The present application of campus media is restricted because of its functional singleness and alienation from society. So it is necessary to improve the communication effects and quality of campus media through changing angles,updating ideas,making brand programs and applying comprehensive new media.